An Advertising Age article points to the fact that Facebook's news-feed algorithm evaluates a video's likes, comments, shares and watch time, and that since it can only measure its own videos (ie not YouTube), it gives preference to native video uploads.
There are some great new features on some of the newer social media, like Snapchat, which now allows you to save your Snapchat Story as one seamless video.
The power of the visual in public relations has been well documented but with the ability now to share and engage, it's become even more important. Presenting traditional PR techniques in video format can, if done through the right platform, enhance the number of people who view it and their ability to share it. It's unlikely your media release will be shared on social media, but a video will be shared if it's engaging.
Transmedia Storytelling students at Curtin have recently produced some videos as a part of their first assessment. The goal of the videos is that instead of producing a static traditional 'backgrounder' for their media release, they produced a video. Take a look on the Curtin Transmedia Storytelling blog and enjoy. I've posted one as a teaser below.